Search engine optimization (SEO) can feel like a black box at times. It works—you’ve seen the data and heard the anecdotal evidence. Yet, you’re still not sure how to get those results for your business. Creating an SEO pillar strategy can transform your SEO marketing results. Why? Because when done right, this strategy increases your search engine rankings while building a deeper level of trust between you and your audience, which can both translate into more conversions.
This blog will help you get started by outlining the content pillar process and answering common questions like “What are the types of content pillars?” Let’s dive in!
According to Google’s 2022 helpful content update, the most important and impactful SEO method is writing people-first content. What exactly does this mean? Google’s prioritization of people-first content means that the keys to SEO success are:
Focusing on topics that you have expertise in, rather than creating content based on whatever’s trending
Writing for human readers instead of using outdated techniques—like keyword stuffing—that try to game the algorithm
Answering the questions that people are searching for instead of using click-bait titles to get more clicks on pages that lack substance
Google also penalizes tactics that prioritize how bots read content over how people read content. This includes methods such as:
At DemandJump, we couldn’t agree more with Google’s recommendations. Content written by people and for people provides more value for your readers. That means more time spent on your page, which helps increase your search engine rankings and brand reach. Providing value for your readers also builds trust between them and your brand. When they need more information, or they’re ready to make a purchase, they’ll come to you first.
The best way to create helpful, people-first content that ranks high on search engines is through Pillar-Based Marketing (PBM). As a content marketing SEO strategy, PBM focuses on creating networks of interlinked content about related topics. This works because it reflects how people naturally search for information. It also follows the internet’s structure (It’s called the world wide web—not funnel—for a reason).
Everyone has their own starting point and different ways of phrasing questions. PBM helps guide readers through topics by connecting related how-to guides, FAQs, resource pages, and more. In other words, whether someone starts their search with a broad topic or a specific question, they can navigate their way through helpful content.
While the paths a reader can take are often complex and meandering, pillar strategies follow a structured writing and linking strategy. Here’s how it works:
A PBM SEO plan example about starting a business could include the following to persuade readers to purchase advisory services:
As you can see, the writing structure is from general to specific. However, if someone searched for “Tax Help for a Small Business,” they might land on the “How Do Taxes Work for a New Business?” Sub-Pillar. From there, they can click on a call-to-action link or go to the Pillar Page to learn more.
In case you did not hear, DemandJump's Chief Solution Officer, Ryan Brock, has released a book titled, "Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content That Actually Works." In the book, Ryan goes into even more detail on how PBM will innovate your entire SEO strategy. Below is a quick clip from DemandJump's Podcast, Page One or Bust!, that discusses the book. If you want to hear more, check out the full episode by visiting this link.
The main purposes of pillar content (within your Pillar Page and the rest of the connected content) is to build trust, gain visibility, and drive conversions. An effective pillar SEO strategy will:
You can also view the purpose of pillar content from a structural perspective. Like an architectural pillar supports a building, a well-written content pillar supports your SEO strategy. When done right, pillars actually get stronger over time. Instead of eroding to time and the elements, the more content you connect to a pillar, and the more people engage with it, the better results you’ll see.
The answer to “How many pillars are there in SEO?” is that there are endless possibilities for the types of blogs you can write; however, the most common examples of effective content pillars are:
These examples are by no means a set-in-stone rule, but they can be a good starting point.
Pillar content can help you connect with your audience and rank higher on search engines. Yet, knowing exactly what to write about can be a massive challenge to overcome. After all, you don’t want to write sixteen pieces of content, publish your pillar, then realize nobody is actually searching for that content.
That’s where DemandJump comes in. Our keyword research tool makes it easy to see which topics your audience is searching and what your competitors are ranking for. You can then plot out your pillar strategy in a few clicks and decide on your Pillar Page, Sub-Pillar, and Supporting Blog Titles. To help you jump right into writing, you can use our content brief generator to see which keywords to include in that specific piece. Ready to start building your next SEO plan? It starts with signing up!